TDmonthly Goes Inside … Toy Crazy, Malibu

Games and Pirates Make Waves in Beachside Store

By Alison Marek
September 2009

In 1998, when Melissa Moore opened the first Toy Crazy in Malibu, Calif., the beachside town was a lot more laidback than it is today. Sandals and cutoffs were de rigeur fashion and iconoclastic specialty shops the norm. Now, her mall is filled mostly with high-end chains and her customers frequently include Hollywood celebrities, she told TDmonthly Magazine.

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Despite the changes, Melissa has managed to maintain Toy Crazy’s distinct identity. At both her Malibu and Brentwood stores, she focuses on specialty products that her clients cannot find elsewhere and pays attention to trends, such as higher demand for infant products, eco-friendly toys and muted colors that suggest natural dyes and paints. Though she offers some generic beach items, the bulk of her non-infant sales comes from family games and dress-up.

See toys that sell well at Toy Crazy in the videos below (please scroll down the page to see them all) and watch the video above to hear Melissa explain what makes her store unique and why it has lasted for more than a decade.

Here are some toys that Toy Crazy customers are crazy for:

Sprig Hollow - Dragonfly's Heli-Scoopter by SPRIG TOYS, INC.

Dragonfly’s Heli-Scoopter is a durable vehicle that cleverly transforms into a sturdy sand tool. Sized for
“take along” fun, this water resistant, five-in-one play set includes a Sprig Hollow insect character with interchangeable wings.Dragonfly’s Heli-Scoopter is also a shovel and the helipad is a sand strainer. Launch date: 2008. ( Watch Video) 10/16/2008 (MSRP: $13.99; Age: 3 and Up)

Baby-Ville™ Activity Toy by MANHATTAN TOY

Suitable for ages 3 months and up, this activity toy features bright colors and pictures of expressive baby faces by renowned photographer Penny Gentieu. It features various textures along with a bell, a rattle and teething accents. ( Watch Video) 1/5/2009 (MSRP: $16.00; Age: 0 and Up)

Taggies Naturals by TAGGIES INC.

Taggies Naturals by TAGGIES INC. Taggies Naturals are ideal for the family that embraces a natural lifestyle and has both safety and the environment in mind. These small 12" x 12" blankets are made of exceptionally comfortable, 100% certified organically grown cotton fibers, pure silk ribbons and safe dyes. With an eco-friendly conscience, the Naturals collection offers sophisticated and unexpected prints. Launch date: 2009 ( Watch Video) 7/16/2009 (MSRP: $28.95; Age: 0 and Up)

The Original Gyro-Ring by FASCINATIONS

The Original Gyro-Ring by FASCINATIONS The Gyro-discs spin up to 1000 rpm. Just hold the 11" metal ring and strike the smaller, colored discs. As you rotate the ring, the discs begin spinning faster and faster, like mini-gyroscopes. At first, the challenge is to keep all the discs spinning. Once you can do this, there are several tricks and stunts to master. ( Watch Video) 7/16/2009

Natural Monkey Baby Mat by BESTEVER INC.

Babies can be at home wherever they go, if the Monkey Mat goes with them. This extra-soft plush playmat and rug will keep baby safe and clean. ( Watch Video) 7/16/2009 (MSRP: $45.00; Age: 0 and Up)

Clapping Elephant Push Toy by MELISSA & DOUG

Clapping Elephant Push Toy by MELISSA & DOUG Toddlers will love leading the parade with this wooden elephant that claps two cymbals together when pushed along. With a large wooden knob for easy grasping, this is a wonderful first push toy to accompany those first steps. Brightly painted with non-toxic paint. It measures 21.5" x 7" x 5" assembled. ( Watch Video) 7/15/2009 (MSRP: $24.99; Age: 2 and Up)

Shut-the-Box by MELISSA & DOUG

Shut-the-Box by MELISSA & DOUG Young children will enjoy this as a counting game, while two to four older players will enjoy it for the strategy. Our heirloom quality version of this classic seafaring game has a latching wooden box that features a transparent, shatterproof top and flipping wooden number tiles. It includes two dice, a convenient storage pouch and a detailed instruction booklet. ( Watch Video) 7/15/2009 (MSRP: $24.99)

Pirate Set by CREATIVE EDUCATION OF CANADA

Pirate Set by CREATIVE EDUCATION OF CANADA The Pirate Set includes panne vest, and a hat made from durable laminated panne. New this year, the set includes the Eye Patch. It comes in black or red. ( Watch Video) 7/16/2009 (MSRP: $29.99)

Knight Set and Fairy Dress with Wings by CREATIVE EDUCATION OF CANADA

The Knight Set (60063) is made of a laminated silver spangle in a tunic style with elastics attaching the sides for flexibility. The Knight Set comes with a reversible hood, the Knight Glitter Cape and the Crown are sold separately. The Fairy Dress with Wings (34633) is made of a lilac crepe satin ruched top and the skirt is made of layers of tulle and soft lilac tricot. The attached wings are covered with silver sparkle tulle. ( Watch Video) 11/12/2008

Pirate Sword by TOYSMITH

Pirate Sword by TOYSMITH This soft foam pirate saber will make a little blackbeard feel like the king of the seas, without causing any harm. ( Watch Video) 7/16/2009

Grocery Cart by MELISSA & DOUG

Grocery Cart by MELISSA & DOUG This durable metal shopping cart looks just like those in real stores. Sturdy metal construction includes pivoting front wheels, a folding doll seat and protective corner bumpers to navigate the aisles in style and safety. It measures 18.5" x 13.5" x 22.5" assembled. Contains small parts. Adult assembly required. Launch date: 2009.
— These carts are best sellers at Learning Resources Toy Magic in Fort Walton, Fla. "There are between 25 and 35 on hold for Christmas," Owner Mark Pattison told TDmonthly in late October 2009.
— Jamie Burdette, owner of LB Toys in Media, Pa., said in fall 2009 that his store sells about 60 of these shopping carts per month. ( Watch Video) 7/15/2009 (MSRP: $49.99; Age: 3 and Up)

Fairy Tunic by CREATIVE EDUCATION OF CANADA

Fairy Tunic by CREATIVE EDUCATION OF CANADA This fairy tunic features a bridal satin top with multiple layers of tricot and tulle for the skirt. The fairy tunic is designed to be worn over clothes, and it fastens at the sides with adjustable satin ribbon ties. Trimmed with ribbon roses, this fairy dress is sure to be a hit with any fairies-to-be. It features satin-tie ribbons allow for size flexibility at the waist. It comes in light pink, dark pink, lilac and purple. ( Watch Video) 7/16/2009 (MSRP: $29.99; Age: All Ages)

Beleduc - Zebra Puppet by HAPE

Beleduc - Zebra Puppet by HAPE Playing with puppets can be a joyful experience for children as they create stories, use new words and practice fine motor skills to make puppet gestures. ( Watch Video) 7/16/2009 (Age: 3 and Up)

Blackbeard Pirate by TIMELESS TOYS

Kids can shiver timbers anywhere with this fierce pirate puppet. ( Watch Video) 7/16/2009 (MSRP: $8.95)

Beleduc - Pig Puppet by HAPE

Beleduc - Pig Puppet by HAPE This pig glove puppet is soft and easy to manipulate. Snort. ( Watch Video) 7/16/2009 (MSRP: $7.95; Age: 3 and Up)

Little Women - Jo by GREEN TREE PRODUCTS, INC.

Little Women - Jo by GREEN TREE PRODUCTS, INC. This wind-up musical doll rolls her head in time with the music. She's "Jo" in the "Little Women" collection. ( Watch Video) 8/25/2009 (Age: 8 and Up)

Mopley by GUND INC.

Mopley by GUND INC. Mopley is a 12” curly white plush lamb with corduroy face and legs and zig-zag top stitching. ( Watch Video) 8/25/2009 (MSRP: $25.00; Age: 0 and Up)

Lissi Double Stroller by CASTLE TOY INC.

Lissi Double Stroller by CASTLE TOY INC. This double stroller is perfect for toting twins. It features a pink plastic frame and pink fabric. ( Watch Video) 8/25/2009 (MSRP: $31.99; Age: 3 and Up)

Classic Flyer by KETTLER INTERNATIONAL INC.

A low center of gravity and wide wheels give this classic wooden push trike stability enough for the tiniest of tots. ( Watch Video) 8/25/2009 (Age: 1 and Up)

Monsties Hand Puppet Thornwald by MANHATTAN TOY

Thornwald will come alive with a child's imagination for puppetry magic. He features plush fur and googly eyes. ( Watch Video) 8/25/2009 (MSRP: $16.00; Age: 3 and Up)

Butterfly by SUNNY & CO. TOYS, INC.

Butterfly by SUNNY & CO. TOYS, INC. This realistic butterfly puppet features spreading wings and tentacled eye stalks. ( Watch Video) 8/25/2009

Gem the Deer by TYNIES

Tynies are glass collectibles, introduced in 2008 with 40 different styles. New styles are released three times per year. Each Tynies has a name — each name is three letters. First edition Tynies come on a cardboard base that can be removed by soaking in water for about one minute. Because Tynies are handmade, they vary in color and shape.
— Christine Osborne, co-owner of Wonder Works in Charleston, S.C., told TDmonthly in an October 2011 survey that Tynies are her best selling keepsake item. They sell about 200 per month in each store.
— In a Summer 2012 survey, two out of 10 retailers told TDmonthly Tynies were their best selling collectibles. Elmer Carranza, manager of Doodlehopper 4 Kids in Springfield, Va., told TDmonthly that they sell 8-10 Tynies each month.
— In an August 2013 survey Dean Smith, owner of JaZams in Princeton, N.J., told TDmonthly that Tynies are one of the store's best-selling collectible lines.

8/25/2009 (MSRP: $2.95; Age: 8 and Up)

Rocket Ball by PLAYMAKER TOYS

Rocket Ball by PLAYMAKER TOYS This ball can bounce up to 50' high. ( Watch Video) 8/25/2009